Kininvie

Kininvie is a premium single malt scotch whisky. Originally used in blended whiskies, it was kept secret for over two decades and only then released as a 23-year-old vintage in small batches.

At the time it was decided that no brand marketing would be developed; it was hoped Kininvie would become a collector’s item, fuelled by word-of-mouth.

Yet, it gained little momentum, so a one-off, highly-targeted press campaign was planned. For the ad, I played on the reclusive narrative, creating intrigue while positioning Kininvie as a rare and special whisky.

Collectors and retailers quickly grasped the opportunity; today, vintage-batch bottles retail for well over £100.